The influence of cost transparency on perceived motives and purchase intention for CSR-labeled products

This study investigates how cost transparency influences consumer purchase intentions for CSR-labeled products through perceived intrinsic and extrinsic motives, and how CSR engagement and price tactics persuasion knowledge moderate these effects. Drawing on attribution theory, we hypothesize that cost transparency can enhance perceived intrinsic motives while reducing extrinsic ones, thereby increasing purchase intention. Four laboratory experiments are conducted. The first tests the impact of cost transparency and the moderating effect of CSR engagement on perceived motives and purchase intention, the second adds the moderating role of price tactics persuasion knowledge, while the third and fourth test boundary conditions. Results indicate that cost transparency positively influences purchase intention by enhancing perceived intrinsic motives, with stronger effects for CSR-engaged firms. This effect is also stronger among consumers with high price tactics persuasion knowledge. The findings provide guidance for firms seeking to use cost transparency to effectively promote CSR-labeled products.